The premise is to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.

If a brand event stirs genuine positive emotions within people then they are more likely to associate those emotions with that brand, which is more effective than just showing them a Facebook ad or something.

Occasionally the line blurs between experiential marketing and a straightforward PR stunt, but I’m not here to waste time quibbling over definitions.

This post was inspired by a new Vans project that's opening in Central London at the beginning of August as a celebration of art, skateboarding, BMX and street culture.